Divide and Conquer
When you are a B2B company with a product that has an extended buying cycle, it can be difficult to know how and when to engage with your clients through social media.
Marketing automation can ease this burden by keeping your brand in the minds of your consumers while they are between purchases. This frees up your marketing team to focus on using social media for its intended purpose: building those one-on-one personal relationships with your customers.
Neil is a great example of this two-part social plan at work. Under his management, Mack Trucks has gone from 6,000 Facebook fans to 125,000 and growing, a single video on YouTube has been viewed nearly 100,000 times in two months, and they maintain a very active Tumblr page where truckers share stories of their experiences using their product.
How he got here was by embracing the tools available to him, listening to his clients, and building a community focused on their vendors and end-users alike.
In This Episode
- How engaging with a single-item purchaser can lead to a major corporate contract
- Why getting your customers to talk to EACH OTHER using your social platforms means more business in the long run
- How being openly proactive in anticipating problems with your product leads to better customer loyalty
- Why connecting with people outside your industry is just as important as connecting internally
- Why taking the leap with CRM/SRM technology is a long, terrifying, and productive process
Quotes From This Episode
“We’re not only talking to one guy in his truck, but now we’re talking to a fleet of 400 trucks.” —@NeilTolbert
“Through one guy’s influence in social and having those conversations, it becomes a bigger business picture for the brand.” —@NeilTolbert
“We want to be able to tell stories about Mack through content and making sure that content is reaching the right people at the right time.” —@NeilTolbert
“Through marketing automation, it’s kind of bringing them into an onboarding process with Mack.” —@NeilTolbert
“It’s not easy. It is a journey.” —@NeilTolbert
“It’s very exciting to move over to some of these more modern platforms and be able to see the results, impressions, and engagement.” —@NeilTolbert
- Neil Tolbert on Twitter: @NeilTolbert
- Mack Trucks on Facebook, YouTube, Twitter, LinkedIn, and Tumblr
- The Horn
- Born Ready
See you next week!